The Local Knowlege

Golf & Business

We've got upwards of 1 million reasons somebody might want to slap their logo on Martin Kaymer's golf bag

By Mike Stachura

Players often finish majors upset about missed opportunities, but rarely is it the winner -- or more specifically, his sponsors -- doing the missing. From a marketing perspective, that's what happened with Martin Kaymer.

loop-kaymer-logoless-bag-518.jpgDespite having deals with TaylorMade, Hugo Boss, SAP and Rolex, Kaymer is the first U.S. Open champ in decades to carry a bag free of sponsors' logos (the sunflower was a tribute to his late mother, Rina, who died of cancer in 2008). Had one been on the bag, it could have paid off handsomely. Eric Wright, president/executive director of research at Joyce Julius & Associates, which studies sponsorship value, estimates Kaymer's in-broadcast exposure during the final round alone was worth "in the range of $600,000 to $1 million."

Without a bag sponsor all year, Kaymer might not remain that way for long. His agent, Johan Elliot of Sportyard, predicts a sponsor could sign on "in-the-not-so-distant future."

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